Start spreading the news

By David Pekel

I recently attended an awards ceremony with 175 of my industry associates.

The event, the National Association of the Remodeling Industry Wisconsin Remodelers Awards, was open to all Wisconsin NARI members. There was an extensive field of entrants, and the competition was formidable. I waited with anticipation for the announcement of the winners in a variety of categories, hoping that we would win. We did.

The pride of all the winners was evident. But I wondered where these companies would go from here with their accomplishments and selections as one of the best.

Certainly, they knew they were the best, and we knew it too. But would anyone else know that? The answer is probably not, especially if the winners didn’t tell anyone about it.

When it comes to marketing your business, the reward of a thing done well is to have done it. But letting as many people as possible know about it is financially rewarding.

That’s effective marketing, and it is simple and inexpensive if you do it right.

Companies should spread the news when they win awards, sign new contracts, reach anniversaries or achieve any other milestones that others might be interested in.

Press releases to local media are excellent vehicles for this. They’re easy to prepare, and, with little to no cost, they get the news to consumers.

Many print publications, such as community newspapers, local papers, business journals and periodicals, have specific areas devoted to this type of content. Direct mail, e-mail and newsletters also are effective and inexpensive.

The next time your company places a job sign in front of a new project, surround the sale (realtors are great at this). Send postcards to select addresses surrounding the sale to let neighbors and businesses in the vicinity know who you are and what you have accomplished.

Your client will be proud if others know your client selected the best for the project. And it can’t hurt if the neighbors know about you too.

Most companies maintain a database of past clients and prospects. Use this resource for a marketing advantage by merging it with broadcast e-mail, an electronic newsletter or a flier mailing.

If your company has a Web site and doesn’t want to incur the expense of having a four-color mailing prepared, send out a single-color piece that drives consumers to your Web site. Once there, they can learn more about your company and get an understanding of your capabilities.

Many organizations underuse their Web sites and the marketing opportunities available through their accomplishments. They are proud of their accomplishments, but few do anything to use them as an ongoing tool.

A Web site is fluid and dynamic. It is easily and inexpensively updated with new information about your company. You can post the awards you have won, articles published about you in the media and upcoming events in which you will be participating. If you promote your Web site heavily and keep it current, your message always will be fresh, and it will bring consumers back.

Marketing doesn’t have to cost thousands of dollars to get impressive results, but it does take legwork and persistence to have meaning. Frequency and consistency in your market branding are essential elements to building top-of-the-mind awareness with the public.

When something good happens to your company, let everyone know. It just might be your next customer who congratulates you.